Yellow All The Way

What Does Local Based Marketing Mean To Halifax Businesses?

I recently read a White Paper from Mediative about Local Based Marketing which I found very informative. Here are some of the facts highlights:

  • 95% of purchases are made offline
  • 80%+ of online consumers use their web-enabled devices to research where to make offline purchases
  • 41% of offline retail sales in 2011 (estimated) were web-influenced
  • 55% of smartphone owners use their devices frequently while shopping in stores
  • 68% of smartphone users visit a business as a result of their mobile search
  • 61% of smartphone users have called a business as a result of a local mobile search
  • For all smartphone users who conducted a local search, 43% visited the store location and 22% made a purchase at the location
  • 60% of mobile users are more likely to search with specific businesses in mind because they are already outside the home and looking for a nearby business to fulfil a need


So, mobile devices are democratizing access to digital content for a broader range of consumers; everyone has access to the same information at the same time.  Mobile is great because it lets consumers stay connected while on-the-go. For marketers, the beautiful thing about this is that – for the first time – digital is interacting in the physical space. That means that “place” can now be central to our digital marketing strategies.  The current marketing reality is a mix: the challenge in the near future will be how to plan strategies that merge the digital and physical worlds.


Accordingly, Yellow Media has established a clear distinction between passive browsing and the more dynamic searching with intent-to-buy.

On search engine properties: Users are both browsing and searching with intent. 20% of searches are conducted with an intent-to-buy in a context of a local need therefore, 20% of search engine’s searches combine location and intention.

With Yellow Media: All users are searching with intent-to-buy. In other words, 100% of the company’s searches combine location and intention. This is a crucial difference for marketers and is worth re-stating:

100% of Yellow Media searches are made within a local context and
with an intent-to-buy.

It all comes down to trust. 30% of Internet Yellow Pages (IYP) users state that they use IYP because:

  1. It has a good reputation for local business information
  2. They know it has the information about businesses they are searching for

Online searches with a local component are not all created equal. Search Engines claim that 20% of searches on its site are “local based”. But local-based is pretty broad – it can range from local news, to local weather, to scores from the local sports teams. Yellow Media’s definition of local search relates to its mission as a company: to help consumers find local businesses.

The proof is in the pudding: Yellow Media’s focused approach reaches more Canadian consumers than other business search sites:

  • 43% reach of all online Canadians
  • 83% of online Canadian local business searchers visit Yellow Media sites vs. 10% who visit Google Places
  • With close to 4M downloads of Yellow Media’s Find a Business apps, on-the-go mobile customers are using Yellow Pages mobile apps to search for nearby businesses from the palm of their hands.


over 90% of online Canadians are reached by sites with ads from Yellow Media’s advertisers (comScore, 2012).

  • Over a year, users give Yellow Pages (print and online directories) more usage (84%) than a search engine alone (76%)
  • Yellow Pages properties (45%) are more trusted than search engines (41%) and social networks (1%)


  • 45% of offline sales will be web-influenced come 2014
  • US local digital ad revenues are expected to nearly double to $42.5B by 2015 from $21.7B in 2010

Halifax NS Local Based Marketing Ecosystem


Get the full eBook on Local Based Marketing today!

SEO Strategy | How to get Your Halifax Business Found

Part of any SEO (search engine optimization) strategy has to be the local aspect of the efforts. There are so many strategy you can implement from Google Places, local SERP raking, and lets not forget local mobile search results. According to a 2011 ComScore study the #1 reason for using a mobile device is to get fast “on-the-go” information about a local business and 49% of mobile users use apps for local searches. Knowing how important it is for your business to be included on those mobile apps local search results comes the next question, how do you get included?

For the mobile version of any search engine, the concept in theory remains the same so any SEO strategy you have implemented thus far should carry forward to the mobile versions of the search engine being used. What is a little harder to do is getting included in the individual apps being created and downloaded every day. For instance, one of the most downloaded mobile apps in Canada is the Yellow Pages app (over 3 million download on iPhones alone) not to mention the thousands of other apps using the Yellow Pages API such as Yahoo Mobile, Poynt, and Where (see all apps). To get included in these apps you must be a Yellow Pages customer (have a listing) which we strongly recommend…getting their mobile sponsored placement would be even better! Other then the Yellow Pages app, you would need to visit all the other app provider and see if it’s worth investing your time and money.  With 49% of local search being done without a business name in mind, it should be your business priority to be top in these searches.

Now let’s talk social media! For a local search such as Halifax Nova Scotia, using social media or local deals are crucial to your business.  According to the same 2011 ComScore study social media local business search jumped 67% since 2010.  Not only is social media on the rise, but most daily deals consumers return to an ecommerce visited in the past. So combining app search, social media, and daily deals will ensure your success locally!